A dynamic duo in London are on a mission to revolutionise hormonal imbalances for billions of women with the first end-to-end, science-backed, personal nutrition platform for hormonal health.
Micol Hafez and Annabel de Gheldere launched Womco in March 2023, an app which generates personalised weekly recipes tailored to your specific hormonal phases, symptoms, physiology, and dietary requirements. All of these are determined by a series of carefully crafted questions designed by a team of expert female gynaecologists and nutritionists with years of hormonal experience.
“Our goal is to raise awareness about the impact of hormonal health on women's daily lives and to make personalised nutrition accessible and easy for all women”, Micol said. “Through our app, we hope to contribute to a wider movement towards greater understanding of hormonal health and to improve the quality of life for women everywhere.”
Womco surveyed 1500 women from the ages 20-40 in the UK and found that 75% of them regularly rely on painkillers to manage their hormonal symptoms because there are no alternative solutions. While 50% said they never used any natural solution to balance their hormones, and 85% indicated they would be ready and willing to pay for a food-based solution.
“As a woman, hormone levels play a critical role in many aspects of our daily life", Micol explained. "Our hormones impact everything from our mood, emotions and body temperature to our cognitive function, concentration, energy levels, sleep and stress. Nutrition is a key player in maintaining the delicate hormonal balance so, diet can be a strategy for improving hormonal health.”
It’s estimated that 80% of women suffer from hormonal imbalance. Hormones fluctuate naturally due to puberty, perimenopause and menopause, but also lifestyle and environmental factors can disrupt hormonal balances and there are hormonal conditions such as Endometriosis and PCOS.
Endometriosis and PCOS affect 1 in 10 women globally and hormonal-based nutrition can be an effective way to manage symptoms. “The delayed diagnosis of serious conditions like PCOS and endometriosis can have significant impacts on a woman's life, from chronic pain and discomfort to fertility issues", Micol said. "It's therefore essential for women to be aware of their hormonal health and take steps to address any imbalances or symptoms they experience. This includes being informed about the various options for managing hormonal health, from diet and lifestyle changes to medical interventions."
Womco was inspired by Micol and Annabel’s experience with “uncontrollable effects of hormonal imbalances" and their years of struggle finding effectives solutions. They decided to combine Micol’s scientific and food marketing background with Annabel’s expertise in business and food tech, to help solve a problem they know all too well. “While there is growing awareness of hormonal imbalances and it's impact on women's health, there is still a lot of work to be done to address the stigma and lack of understanding around these issues. We're still not there in terms of education, research, and support for women's hormonal health", said Micol.
Womco is backed by 20-years of cutting edge research - 4 different MVPs were built to test the concept of Womco with input from nutritionists, gynaecologists and user feedbacks. The product then underwent several iterations, adding layers of personalisation, a larger food database, an interactive model display, birth control features, hormone level tracker and period tracker features. They have collaborated with over 5 leading UK academic institutions that have helped in product, research, and business development. While a lab was also brought on board to provide hormone test-kits, further enhancing the product's effectiveness. “Ultimately, we aim to create a community of women who are empowered to prioritise their health and wellbeing, and who support each other in their journey towards hormonal balance", Micol explained.
Although a version of Womco is available it is inconstant development to become a powerful platform for all aspects of hormonal awareness and care. Also, an extended version of the app with hormone & nutrition precision testing and 1:1 nutritionist consultation will be able in September 2023.
“By taking control of their hormonal health, women can improve their quality of life and avoid the negative impacts of hormonal imbalances. It's vital that women are empowered to make informed choices about their health and receive the necessary support and resources to manage their hormonal health effectively", Micol said.
Womco Instagram: https://www.instagram.com/womco.app/
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